| Samenvatting: | Research supporting terror management theory has shown that mortality salience triggers consumer ethnocentrism. The current study looks into how exposure to death-related media context affects consumer ethnocentric behaviour. Moreover, it is aimed to examine the possible mediating factors between the relationship, namely: materialism, social identification, and patriotism. 40 Singaporean undergraduate students from Nanyang Technological University were recruited as participants for this study and randomly assigned to either death prime group receiving mortality salience induction or neutral prime group. Results of this study failed to demonstrate direct relationship between mortality salience and consumer ethnocentrism. There was also no support found for materialism, social identification, and patriotism being the possible mediating factors. Limiting factors are discussed and suggestions for future directions are proposed.
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